Impact of Social Media Marketing on Consumer Decision in Hospitality Sector: A Case Study of Marriott

This research study investigates the impact of social media marketing on consumer decision-making in the hospitality sector, with a case study of Marriott. The study aims to evaluate the components that influence consumer decision-making and propose strategies for optimizing decision behavior through SMM. The study uses a qualitative research approach and thematic analysis method to analyze secondary data collected from various sources such as articles and journals. The study will benefit Marriott by helping them develop effective SMM strategies to increase sales and customer base.

Research Methods and Project
Research Topic/ Research Question:
The impact of Social Media Marketing over decision of consumers in context of hospitality
sector- A case study of Marriot
1. INTRODUCTION.
Research Background: In context to the research, it comprises of the following data.
Social media marketing defined as use of media websites and platforms to promote goods and
services. In addition to this, it gives organisation the manner to engage with the existing customers and
to attract new customers that have a effective influence on sales and profitability of the organisation..
As per the current report, Marriott is chosen as the company. It is an American organisation that
operates lodging involving hotel, timeshare and residential properties. The hospitality sector is
expanding rapidly and to gain this, social media marketing plays important role as it help hotels to
make effective relationship with customers and turn their decision making into purchase. The main
objective to conduct the study is to analyse the impact of Social Media Marketing over decision of
consumers in context of hospitality sector.
Objectives and aims
Aim
The current study’s aim is to investigate various effects in relation to social media over decision-
making aspect of Marriott customers.
Objectives: (How do you want to achieve this aim(s)). State at least three but not more than four
objectives).
 To create an understanding about the conception of social media marketing.
 To evaluate components that impact decision-making aspects of consumers in hospitality sector.
 To analyze the determinant of SMM over Marriott customer decision-making.
 To propose strategies refer to SMM that optimistically impact decision behavior.
Research Questions: It comprises of the specific questions and conduction of the qualitative research
study.
1. What is SMM?
2. Which components influence consumer decision in hospitality sector?
3. Up to what extent SMM influence Marriott decision-making?
Research Rationale: (Justification of the proposed study and potential benefits). The following
questions will help you).
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The major objective for conducting the study is to identify the Social Media Marketing over decision
of consumers in context of hospitality sector. In addition to this, it help to know about factors which
impact on consumer decision making in an effective manner. The current study supports the
stakeholders that is researcher, company and much more. In relation to organisation, it will assist
researcher to develop effective strategies of social media marketing so that there is increase in sales and
positive consumer decision making towards the company has taken place. Furthermore, it supports the
researcher to learn or improve research skills, data analysis, time management and communication.
This also assists investigator for future studies in a systematic way.
Scope of Research Study:
In current study, it has wide reach as it help organisation to know about the impact of social media
marketing on decision making which further assist company to develop effective strategies and increase
its customer base level. Along with this, it also allow company to attract large number of customer and
turn their decision towards shopping which leads to increase in sales, profitability, performance and
revenue level. Moreover, it will also help organisation to develop good relationship with customers due
to which they retain for longer time period.
2. LITERATURE REVIEW:
The literature should have an introduction, main body that is organised in relevant themes; and a
conclusion
Introduction
Literature review is defined as an academic piece of writing which is collected through books,
Journal, articles and many more. It is a secondary data that involves the viewpoint of various authors
due to which effective information can be gained. The main objective of literature review is to find
the research gap and fulfil it by developing research questions which are as follows:
Main Body
Concept of social media marketing
As per the view point of Hayes, 2021, In the present hour Digitalisation and Social Networking are at
its boom and Covid gave it an another forward hard push. All this have contributed towards making
social media marketing the prior choice of companies for promoting their products (Hayes, 2021).
Social media have basically provided companies with a platform for targeting a huge lot of consumers
all at once and just through a single post. It works by reducing the time, effort and expenses involved
in marketing of a product simultaneously increasing the reach of the advertisement by many folds.
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components that impact decision-making aspects of consumers in hospitality sector
There are a number of factors that influence the consumers in making decision regarding a product .
First and foremost being the attracting capacity of the advertisement of the product . If the
advertisement is not attractive enough or the face linked with brand is not appealing enough, the
product will not catch the eye of the consumer . Secondly there are a lot of factors on consumer level
that he takes into consideration before buying any product. A customer takes into consideration the
availability of the product in his area. He compares the product of one company with the same
product of other companies and check for the benefits and features provided by them. The product
being pocket friendly is also one important factor for its purchase. Last but not the least discounts and
offers are also one the important contributor in attracting consumers.
what extent SMM influence Marriott decision-making
According to the view of Melissa Chue, social media marketing is playing a highly significant role in
influencing the decision making within an organisation. Social media is driving growth of hospitality
industry in numerous ways and it helps the company in devising effective strategies based on the
insights gained through advanced features of digital marketing. Social media is a constructive
marketing platform which enables the company in interacting with its audience and adopt changes
according to preferences and interests of individuals (Chue, 2018). The modern and innovative social
media platforms such as Instagram provides insights on audience activities which helps the company
in analysing individual's tendencies. Moreover the company devise strategies and determine changes
through reviews and feedback of customers regarding their experiences
Conclusion
From the above discussion, it has been concluded that social media marketing plays vital role in
changing the decision making of customers. In addition to this, there are many factors which directly
impact on decision making of customer such as price, availability, offerings and many more.
Moreover, it is determined that social media marketing affect on consumer decision as it help them to
know about the company, its offerings, its competitors and so on.
METHODOLOGY
Research philosophy:It is basically the process of collection of data and is mainly of two forms
which comprises of positivism and interpretivism. In context to current scenario, the philosophy the
research which is effective for the collection, usage and evaluation as well (Saunders, 2015).
Research approach: It is the procedure to evaluate data by the assistance of two research approaches
that is deductive and inductive. In the current study, inductive approach is considered. The major
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objective to choose is to help in collection of the secondary data in economical way and less time.
Research choice: There are majorly research choice involves two forms of research which is
quantitative and qualitative and it is crucial for researcher to select a right way.(Collis, and Hussey,
2009). For Current study, qualitative research choice is taken into consideration and the major
objective to choose is to collect data based on subjectivity and is include viewpoint of various
authors on specific topic.
Research strategy: It involves various research strategy which is survey, literature review, and much
more. In context to the study, literature review is taken into account. The major aim objective to
choose which will support to gather data which is secondary and consist of perception of authors on
particular topic which results in conclusion.
Data collection: It involves data collection methods. In relation to present study, secondary data
collection method will be used and is collected from various sources which involves articles, Journal
and so on.(Kumar, 2018). The primary reason to select this is it assist to gain perception of different
topics.
Data analysis: It involves the method for collection through two methods which is frequency
thematic, frequency distribution and so on. In context to current study, thematic analysis method will
be used as it assist to analyse secondary data in an effective and appropriate manner.
T
WORK PLANNING
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REFRENCES AND BIBLIOGRAPHY
Books & Journal
Saunders M.N.K. (2015) Research Methods for Business. 7th Ed. Harlow: Pearson Education Limited.
Collis, J., and Hussey, R., (2009) Business Research: A Practical Guide for Undergraduate and Post
Graduate Students, Houndsmill: Palgrave Macmillan
Kumar, R. (2018) Research Methodology: A Step-by-Step Guide for Beginners. 5th Ed. London:
Lesson Plan Nelson College London SAGE Publications Ltd.
Cassell, C. (2017) The SAGE Handbook of Qualitative Business and Management Research Methods:
History and Traditions. London: SAGE Publications Ltd
Online
Chue, 2018, How to Get, Analyse, and Use Consumer Insights from Social Media. [Online]. Available
through: <https://blog.digimind.com/en/insight-driven-marketing/how-to-get-analyze-and-use-
consumer-insights-from-social-media>
Hayes, 2021 [Online]. Available through:https://www.investopedia.com/terms/s/social-media-
marketing-smm.asp
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